Singapore airlines is one of the most successful airlines in the world ,the main reason for this is its strong brand management,because the airline has no domestic flights ,it had to compete for international routes ,straight away ,This difficult start led to stand out from the other major airlines .Singapore airlines invested greatly in research and development .they aimed to offer the best technology and excellent customer service
One of the most important aspects of the brand was the cabin crew when the airline was launched in 1972,it employed the French designer,Piere balmain ,to design the uniform ,he created a spacial version of the Malaysian sarong ,the image of the Singapore Airfine flight stewardess in her strong became one of the best known in the air travel industry .it illustrated the brand values of hospitality and customer care ,singapore airlines ran a very detailed training programme for the cabin crew to make sure that the brand was always fully delivered,their slogan,a great way to fly also emphasized the high quality of the brand